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Marketing in the multiscreen world
AdReaction 2014
Prashant Kolleri - Riyadh - Sep 17th, 2014
AdReaction 2014
ADREACTION: 10+ YEARS OF INSIGHTS
2
2001 2003 2005 2007 2009 2012 2014
ONLINE vs. TRADITIONAL ADVERTISING
TRENDS
MARKETING IN THE
MULTISCREEN WORLD
MARKETING IN THE
MOBILE WORLD
BRANDS + CONSUMERS
+ SOCIAL MEDIA
AdReaction 2014
CONDUCTED IN 30 COUNTRIES AROUND THE WORLD
3
AdReaction 2014
Contents
4
Why should we care about
multiscreen?
How are screens used?
What do people think
of ads on screens?
What should brands do?
WHY SHOULD WE CARE ABOUT MULTISCREEN?
AdReaction 2014
GROWING OWNERSHIP OF SMARTPHONES AND TABLETS IS CREATING A NEW MEDIA LANDSCAPE
6
Global Shipments
725
349145
238
1,004
315 227
227
2012 2013
TV Smartphone Laptop Tablet
AdReaction 2014
15
18
25
33
40
42
43
44
47
48
53
India
Indonesia
Vietnam
Brazil
Turkey
Japan
Philippines
Argentina
Thailand
Mexico
Russia
SMARTPHONE PENETRATION BY COUNTRY
7
62
65
65
68
72
75
76
81
81
85
Italy
France
Germany
China
USA
Canada
Saudi Arabia
Spain
Australia
UK
Source – Google Mobile Planet
HOW MUCH OF SCREENS IS USED?
AdReaction 2014 www.millwardbrown.com/adreaction
DAILY SCREEN USAGE - GLOBAL
9
113minutes
(27%)
147minutes
(35%)
108minutes
(26%)
50minutes
(12%)
TOTAL MINS: 417
AdReaction 2014
SCREEN TIME IN KSA IS HIGHER THAN THE GLOBAL AVERAGE
10Roughly how long did you spend yesterday...
TV Smartphone Laptop Tablet
Device Key
KSA7:21
GLOBAL6:57
Total screen time (hours and minutes)
AdReaction 2014 www.millwardbrown.com/adreaction
DAILY SCREEN USAGE – KSA, SMARTPHONE DRIVES THE DIFFERENCE
11
TOTAL MINS: 433
99minutes
(23%)
189minutes
(44%)
102minutes
(24%)
43minutes
(10%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
AdReaction 2014 www.millwardbrown.com/adreaction
SHARE OF SCREEN MINUTES VS. MEDIA SPEND
12
Global Daily Screen Minutes
27%
12%26%
35% 66%
29%
4%12%
28%
60%
Global Media Spend
2013 2016
+
AdReaction 2014
SIGNIFICANT VARIATION IN SCREEN TIME ACROSS MARKETS
13
TV Smartphone Laptop Tablet
Device Key
Roughly how long did you spend yesterday... 13
125
127
96
125
132
115
102
78
131
69
89
99
132
120
104
109
113
68
94
95
102
65
126
99
96
80
160
161
143
117
92
115
108
108
135
144
162
132
174
127
189
167
193
168
170
174
181
171
159
163
147
15
14
31
37
33
63
43
95
39
69
59
115
110
44
60
55
50
Japan
South Korea
India
Australia
Kenya
South Africa
Saudi
Thailand
Nigeria
Vietnam
China
Philippines
Indonesia
AFRICA &SAUDI
APAC
AMAP
GLOBAL
Saudi
= 417
=433
= 438
= 427
=435
AdReaction 2014
SCREEN USAGE DURING THE DAY
In the KSA, smartphones and laptops dominate daytime screen usage while TV takes centre-stage replacing the laptops in the evenings still following the peak consumption of Smartphone minutes
What times of day yesterday were you… 14
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6am to9am
9am to 12noon
12 noon to3pm
3pm to6pm
6pm to9pm
9pm to 12midnight
12midnightto 6am
TV Smartphone Laptop Tablet
Device Key
AdReaction 2014
SCREEN USAGE DURING THE DAY VS. GLOBAL AVERAGE
KSA TV usage is much higher than global average from 9pm to midnight.
All screens behave significantly above global average specifically during evening time for digital/personal screens.
What times of day yesterday were you… 15
TV Smartphone Laptop Tablet
Device Key
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6am to9am
9am to12 noon
12 noonto 3pm
3pm to6pm
6pm to9pm
9pm to12
midnight
12midnightto 6am
TV
TV global
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6am to9am
9am to12 noon
12 noonto 3pm
3pm to6pm
6pm to9pm
9pm to12
midnight
12midnightto 6am
Smartphone
Smartphone global
0%
5%
10%
15%
20%
25%
30%
35%
40%
6am to9am
9am to12 noon
12 noonto 3pm
3pm to6pm
6pm to9pm
9pm to12
midnight
12midnightto 6am
Laptop-PC
Laptop-PC global
0%
5%
10%
15%
20%
25%
30%
6am to9am
9am to12 noon
12 noonto 3pm
3pm to6pm
6pm to9pm
9pm to12
midnight
12midnightto 6am
Tablet
Tablet global
HOW ARE SCREENS USED?
AdReaction 2014
IT TAKES 6 HOURS TO CONSUME 7 HOURS OF SCREEN MEDIA
17
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
SHIFTING
154’
70%
SIMULTANEOUS
66’
30%
Global Average: 199 (65%)
Global Average: 109 (35%)
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
TOTAL MINS: 432 KSA vs. 417 global
NET MINS: 332 KSA vs. 308 global
AdReaction 2014
RELATED CONTENT
UNRELATED CONTENT
AT THE SAME TIME
MESHED SCREEN TIME IS HIGHER IN APAC THAN GLOBAL
18
STACKING
44’
20%
MESHING
22’
10%
Global Average: 67 (22%)
Global Average: 42 (14%)
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something related
to what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes
SIMULTANEOUS
66’
30%
AdReaction 2014 www.millwardbrown.com/adreaction
Dumb Ways to Die - Shifting
AdReaction 2014 www.millwardbrown.com/adreaction
Coca Cola - Polar Bear MESHING
AdReaction 2014
7%
9%
10%
11%
11%
11%
12%
14%
17%
18%
22%
24%
28%
10%
17%
15%
14%
24%
25%
20%
24%
28%
21%
15%
17%
14%
27%
24%
24%
19%
22%
21%
22%
22%
69%
66%
70%
65%
60%
67%
73%
69%
68%
55%
55%
53%
53%
68%
61%
63%
65%
South Africa
Kenya
Saudi
Japan
Australia
Nigeria
Vietnam
India
China
Indonesia
South Korea
Philippines
Thailand
AFRICA & SAUDI
APAC
AMAP
GLOBALMULTISCREEN USAGE VARIES BY COUNTRY
21
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something related to
what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes
MESHING STACKING SHIFTING
Device Key
21
Saudi
AdReaction 2014
REASONS FOR SIMULTANEOUS MULTISCREENINGAd breaks & social media communication drives the highest reasons for stacking
On meshing level, the interaction on content shows 6% higher than global average with a significant interaction with ads vs. global average
Why do you also use a second device (laptop, smartphone, or
tablet) when you are watching TV? 22
13%
25%
25%
21%
25%
25%
29%
36%
43%
43%
To follow up on a TV ad
To interact with what'shappening on TV
To discuss what I’m watching (e.g. via social media)
More information about what'son TV
Need to get other things done
Just have TV on for backgroundnoise
TV not interesting enough for allmy attention
Someone else has chosenwhat's on TV
To keep up with friends onsocial media (not TV related)
To fill time during ad breaks
KSA GLOBAL AVERAGE
42%
39%
25%
28%
20%
27%
24%
19%
14%
11%
ANY
STACKING
REASON:
86%
(85% global)
ANY
MESHING
REASON:
46%
(41% global)
WHAT DO PEOPLE THINK OF ADS ON SCREENS?
AdReaction 2014
AD RECEPTIVITY BY SCREEN (FAVOURABILITY AND ATTENTION)
Smartphone receptivity is higher significantly than global average, while TV still leads in line with global averages.
Digital ad receptivity is high across laptops & smartphones higher than global averages.
This story applies equally to both components of receptivity (i.e. to favourability and attention)
How would you characterize your attitude towards each of the
following formats of advertising?
Each time you see each of the following, how much do you
typically pay attention? Base: access to device. 24
29
38
31
40
VERY/ SOMEWHAT
FAVOURABLE %
41
46
39
50
PAY AT LEAST SOME
ATTENTION %
41
25
24
23
GLOBAL AVERAGE
72
52
51
52
GLOBAL AVERAGE
BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE
AdReaction 2014
GLOBALAVERAGE
MULTISCREEN OPPORTUNITY PLOT - SCREENS
Combining receptivity with screen time shows that Digital platform is clearly a big KSA media opportunity due to highest overall minutes & strong receptivity exceeding TV.
Scale of opportunity = minutes per device.
Marketing receptivity = average of favorability and attention. 25
0%
10%
20%
30%
40%
50%
60%
70%
-30 20 70 120 170 220
SCALE OF OPPORTUNITY
(MINUTES)
MA
RK
ET
ING
RE
CE
PT
IVIT
Y
TV Smartphone Laptop Tablet
Device Key
GLOBALAVERAGE
GLOBALAVERAGE
GLOBALAVERAGE
AdReaction 2014
BRANDS LEADING THE WAY IN USE OF MULTIPLE SCREENSThe key descriptions came in favour of technology & telecom industry as described for the interaction of Samsung campaigns on Galaxy generation, STC the leader company of telecom communication experience online & Souq.com online offers/promotions.
Snickers & Al Marai made a good FMCG case following the TV campaigns with online campaigns making a relative positive experience.
Last came the activation on targeting Saudi market by Turkish Airlines
Describe a positive experience you have had with the same
brand across multiple screens. What was the brand, and what
did they do that you liked? 26
WHAT SHOULD BRANDS DO?
AdReaction 2014
BE CONSISTENT
28
The campaign started
with PR around a
concert set in the town
of Milligan, NE - bang
in the middle of
America
In the hour after the
commercial ran it
generated the largest
increase in website
traffic of any Superbowl
advertiser.
Their Superbowl
commercial acted as
an intro to the half time
show - a celebration of
music and New York
City
Activities continued
throughout January
including a viral video
during the Grammys,
and multiple tweets &
Vines.
the biggest opportunity is not simultaneous connections between screens, rather a consistent presence across screens.
AdReaction 2014
BE CONNECTED
Describe a positive experience you have had with the same
brand across multiple screens. What was the brand, and what
did they do that you liked? 29
New multi-screen behaviours offer exciting opportunities for interactions between screens
AdReaction 2014
BE CONSIDERED
30
Edeka (German
supermarket) ran a
cute but “safe” TV ad
featuring their variety of
own brand products
Supergeil has become
a viral hit and spawned
video messages to
share with friends etc.
The TV ad achieved
relatively few views
online
A much riskier
“Supergeil” (=
awesome) ad ran
online – also featuring
their own brand
products
Describe a positive experience you have had with the same brand
across multiple screens. What was the brand, and what did they do
that you liked?
Different screens do imply certain attributes and can play specific roles. Let these starting assumptions work to your advantage.
AdReaction 2014
BE CONCISE
31
“Vivo’s television
advertising is super
funny, and they have
very cool ads in social
networks”
The pegabem posts
were also curated on a
dedicated campaign
website
Uploads were shared
online via Facebook
(where Vivo has over
2m fans) and other
social platforms
Their TV commercial
encouraged people to
share good moments of
their lives
The best way to travel across screens is to have something easy and portable.
Think carefully about how to overcome resistance to ads on digital screens. Use mobile-friendly, shareable content that entertains first, informs second.
Marketing in the multiscreen world
AdReaction 2014
www.millwardbrown.com/adreaction/2014
Any Questions?
Get in touch with Prashant Kolleri
